Boots' new campaign is an ode to Summer ready Brits

The new campaign from The Pharm/VMLY&R flips the script on ‘get summer ready’

Georgie Moreton

Assistant Editor, BITE


After several seasons locked indoors, it seems that Brits are ready to get out and enjoy Summer. The new campaign from Boots by The Pharm/VMLY&R drops the usual ‘get Summer ready’ messaging and instead focuses on the fact that audiences have long been ready for a season of fun. 

The campaign's hero film opens on a cloudy British day and shows people of all ages, all over the UK, singing to themselves while getting ready for their days ahead. A bold jump into Summer re-energises the protagonists, who are then seen making the most of unexpected Summer adventures in an upbeat  montage.

The film opens with the acapella voices of our summer-loving people and then heads into a bouncy re-record of The Delfonics “Ready or not”, produced by famed British record producer and Grammy-winner Al Shux.

“After the last couple of years, we are more than ready for Summer, and our campaign celebrates everything we love about the season. From summer holidays abroad to staycation and festival fun, Boots is here to help Brits make the most of moments, big and small.” explained Pete Markey, Chief Marketing Officer at Boots UK

The campaign showcases some of the deals and exclusive products Boots has on offer this summer, to show that whatever customers have planned, Boots has them covered. This campaign also showcases Boots’ new brand positioning ‘With you. For Life’; designed to highlight the purpose of the retailer to support its customers through every stage of their life.

“We wanted to celebrate the seasonal free-spirited pleasures that will energize people this summer, and who better to do that than Boots. We encapsulate this excitement with an iconic soundtrack, the kind that creates lasting memories” Said Sara Rose, Executive Creative Director at VMLY&R.

The campaign kicks off during the launch of the new Love Island series, reflecting Boots’ role as the official beauty partner for the show for the second year running.

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